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Coinciding with its 5th anniversary celebration, Sony Ericsson today unveils a new look for its global mobile phone brand.
The brand identity includes a new range of vibrant colours, deliberately selected to stand out from the white, grey, black and blue tones used by most technology brands today. In addition to the new colours, there is a strong central concept comprising two key elements – a worded message and the portrayal of sentiment around the Sony Ericsson liquid identity.
The rules are simple: the message always starts with “I”, the individual, followed by the liquid identity and then a message relating to the things the individual loves, cares about or is inspired by. This framework can be applied in any number of ways, in any language, connecting with the audience visually and instantly.
Simplicity is the underlying principle that runs through every aspect of Sony Ericsson’s business, from product design to marketing, so the new brand look will further strengthen the company’s commitment to this approach.
About The Author
Stefan Constantinescu
Stefan Constantinescu (@WhatTheBit on Twitter) has loved technology since as far back as he can remember. It started with computers, but in the past few years his passion has turned to mobile devices. As a mobile phone enthusiast who lives and breathes devices that connect to the internet, he knows he is not alone with this radical fascination of all things wireless. He is strongly opinionated and enjoys a good debate so leave comments in his posts and he’ll get back to you! Stefan began blogging as a hobby in the fall of 2006 and joined IntoMobile in the summer of 2007. Later he got a job at Nokia in March 2008, but as of June 2009 he has rejoined the IntoMobile team. He is currently based out of Helsinki, Finland.
